Does Political Orientation Affect the Evaluation of Artificial Intelligence?

In this study, we propose that political orientation is related to the evaluation of artificial intelligence. Using AI-based medical and legal service providers, we find that the more politically conservative consumers are, the more likely they are to have a lower evaluation of AI-based professional...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 23; no. 2; pp. 50 - 67
Main Authors Han, Haejoo, Park, Sujin, Lee, Kyoungmi
Format Journal Article
LanguageEnglish
Published 한국마케팅학회 01.08.2021
Subjects
경영학
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Summary:In this study, we propose that political orientation is related to the evaluation of artificial intelligence. Using AI-based medical and legal service providers, we find that the more politically conservative consumers are, the more likely they are to have a lower evaluation of AI-based professional services. Furthermore, we find that the relationship between political conservatism and the evaluation of AI-based services is driven by the extent of the perceived threat that AI poses to human uniqueness. Other potential underlying factors such as the heightened need for control, gender, socioeconomic status, or technology familiarity do not explain this effect. KCI Citation Count: 1
ISSN:2765-6500
2765-6500
DOI:10.53728/2765-6500.1180